Shopee X Local Brands Collaboration Proposal [PDF]

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Shopee x Local Brands Collaboration Proposal



AGENDA



1.



Shopee Achievements



2.



17.8 Merdeka Sale: Semangat untuk Indonesia



3.



Shopee x Local Brand Collaboration



4.



Support & Timeline



AS NUMBER #1 E-COMMERCE IN INDONESIA, SHOPEE HAS ACHIEVED MANY MILESTONES IN Q1 2021



$12.6 Billion Regional transactions for Q1 2021



1.1 Billion Recorded regional orders for Q1 2021



#1



Average monthly active users and Total Time Spent on Android Application for Shopping Category for Q1 2021



INTRODUCTION SHOPEE 17.8 MERDEKA SALE WHY BRANDS SHOULD JOIN? Exposures Prominent in-app exposures & out of app channel appearance



Campaign Planning Dedicated Landing Page, enticing vouchers supported by Shopee, and various product promotions SHOPEE 17.8 MERDEKA SALE is a 9-day main campaign to celebrate Indonesia’s Independence Day by inviting the public to increase the spirit of resilience during this challenging time. Holding Semangat Untuk Indonesia as its theme, the campaign will focus on highlighting local brands and sellers with dedicated landing page, prominent exposures, and enticing promos for users.



PEAK DAY



PRE-HYPE



8 DAYS 9-16 Aug 2021



+



1 PEAK DAY 17 Aug 2021



SHOPEE 17.8 MERDEKA SALE - EXPOSURES ILLUSTRATION within Shopee App INSIDE APP



LANDING PAGE



Curated Search



In-App Home Banner & Mall Banners



Pop Up Banner Special section inside Landing Page Skinny Banner



Notification Center & Push Notification



Campaign Key Message “Semangat Untuk Indonesia”



Semangat untuk Indonesia Semangat adalah kunci untuk Indonesia tetap tangguh dan tumbuh melalui masa-masa sulit dan penuh perjuangan



Collaboration Message: Spreading Positivity mindset to spark and maintain “Semangat” thus we can strive and grow



●



● Semangat dapat ditemukan dari diri sendiri melalui pola pikir positif, optimis, dan rasa percaya diri Semangat dapat ditingkatkan bersama melalui penyebaran pesan-pesan positif dan kolaborasi untuk tetap tangguh dan tumbuh bersama lingkungan sekitar



Collaboration Angle & Brief to Local Brands Collaboration Message: Spreading Positivity mindset to spark and maintain “Semangat” thus we can strive and grow ● ●



Semangat dapat ditemukan dari diri sendiri melalui pola pikir positif, optimis, dan rasa percaya diri Semangat dapat ditingkatkan bersama melalui penyebaran pesan-pesan positif dan kolaborasi untuk tetap tangguh dan tumbuh bersama lingkungan sekitar



Collaboration Angle ● ● ●



Shopee invites Local Brands to spread positivity, optimism and confidence related message to public through their products Local brands to create product/packaging with positivity message through illustration/design or meaningful quotes Shopee will support by featuring the collaboration within the campaign including the prominent exposure for it (details on next slide) Activation examples Showing positivity from illustration/design of product



Showing positivity from meaningful quotes in product/packaging



OVERVIEW COLLABORATION SUPPORT Support from Shopee 1.



Campaign Visibilities & Vouchers



Brands 1.



Support from Brands



Support from Shopee



Exclusive Collaboration Launch



a.



Homepage & Shopee Mall Banner (shared)



a.



Shopee exclusivity



b.



Dedicated section for collaboration inside



b.



Product or Packaging Design within theme



Landing Page (shared)



c.



Shopee logo placement within product or



c.



Free Shipping & Cashback Vouchers for



package



Local Product featured on the campaign 2. 2.



Campaign Media Channel



Media Channel a.



Social media posts (feed & story) with link



a.



Shopee social media posts (shared)



b.



Influencer Marketing



b.



Push notifications (shared)



c.



Digital Ads (FB/IG/Google)



c.



Press Release (shared)



d.



Online Marketing (shared)



e.



Influencer Marketing (shared)



f.



Highlighted Shopee Live session (optional, Live session driven by brand)



3.



Other Support a.



Collaboration product as Engagement Prize for Shopee Instagram (Giveaway) or Influencer push



b.



Shopee Live session highlighting the collaboration SKUs conducted by brand’s shop



COLLABORATION TIMELINE



SHOPEE 17.8 MERDEKA SALE 9-17 Agustus 2021



13 July - 6 August



7 July - 9 July Discussing with Brands & Design Creation



9 - 17 August



Goods Production + SKU Creation within Shop MKT Assets Creation



Campaign Live



6 July



12 July



9 August



Collaboration Plan



Design Approval



Start Marketing Blast



Note: ● ●



Brand discussion and design creation timeline is flexible as long as production time can enable the final product to be delivered before campaign start. This is due to several products may have shorter production time depending on the type. Please reach MKT team for further discussion on timeline if you have any concern or question



APPENDIX



PREMIUM IN APP EXPOSURE FOR SHOPEE 17.8 MERDEKA SALE MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Online Marketing KOL Push Shopee Live (Brand Driven)a * Keyword using Campaign Name



DEDICATED LANDING PAGE TO FEATURE PROMOTIONS MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Online Marketing A dedicated 17.8 Merdeka Sale Landing Page during campaign period with highlight on collaboration product. All promotions including Shopee Vouchers will be featured in this page



KOL Push Shopee Live (Brand Driven) * Keyword using Campaign Name



PUSH NOTIFICATION TO TARGETED YET SIZEABLE AUDIENCE MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Online Marketing KOL Push Users can easily get the information about 17.8 Merdeka Sale through Push Notification sent to them.



Shopee Live (Brand Driven) * Keyword using Campaign Name



SHOPEE SOCIAL MEDIA PUSH TO INCREASE AWARENESS MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Online Marketing KOL Push To increase the the collaboration awareness to Shopee followers, we will have social media post on our account We will also do Giveaway program to increase the awareness of the collaboration launch



Shopee Live (Brand Driven) * Keyword using Campaign Name



PR Activation Highlighting 17.8 Merdeka Sale Campaign & Collaboration MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Communication strategy is heavily focused on publishing: Behind the story of the collaboration and Shopee 17.8 Merdeka Sale, What are the interesting things and available promotion during the campaign. Target Media: Mainstream media



Online Marketing KOL Push Shopee Live (Brand Driven) * Keyword using Campaign Name



Targeted Online Marketing Push to Bring In High Quality Traffic MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Online Marketing KOL Push Shopee Live (Brand Driven) Facebook Ads



Instagram Ads



* Keyword using Campaign Name



Targeted Online Marketing Push to Bring In High Quality Traffic MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Online Marketing KOL Push Shopee Live (Brand Driven) * Keyword using Campaign Name



LIVE SESSION FOR PRODUCT ENGAGEMENT (BRAND DRIVEN) MARKETING EXPOSURE Curated Search In-app home & skinny banner Shopee Mall - homepage banner Shopee Mall - popular banner Shopee Mall - category banner Landing Page (w/ Highlight on Collaboration) Push Notifications Shopee Social Media Push Press Release Online Marketing Utilize Shopee Live feature to promote your collaboration product hosted by Brand’s KOL and account to engage and introduce the strength and story of the product. Viewers will be able to directly shop from the live session



KOL Push Shopee Live (Brand Driven) * Keyword using Campaign Name